Amidst tax challenges in the UK, France has launched the “Choose France” initiative targeting British businesses.
- The campaign features prominent advertisements in major UK newspapers like The Times and FT.
- Adverts highlight French innovation with figures like Roxanne Varza and Professor Fabrice Barlesi.
- French Embassy clarifies the campaign’s intent is global expansion, not linked to UK policies.
- France attracted record investments at the latest “Choose France” summit, emphasizing their appeal to investors.
Amid the UK’s recent tax hikes, France has swiftly moved to attract British businesses through its ‘Choose France’ campaign. This strategic initiative, highlighted by full-page spreads in respected newspapers such as The Times and the Financial Times, positions France as a prime destination for businesses looking for favorable investment climates.
Noteworthy promotional efforts feature influential figures like Roxanne Varza, Director of Station F, and lung cancer research expert Professor Fabrice Barlesi. These figures are set against iconic French imagery, urging businesses to consider France as a place where they can ‘Make It Iconic.’
The UK’s Shadow Technology Secretary, Andrew Griffith, remarked on this development, pointing out the irony that British firms might be swayed towards France, historically not viewed as the epitome of agile capitalism. He criticized the UK government’s recent budget for creating a taxing environment that could inadvertently push companies to seek opportunities abroad.
The ‘Choose France’ campaign’s origins trace back to French President Emmanuel Macron’s vision to draw international investors and businesses to France. Initially directed at nations like Germany, Canada, and the USA, it now extends its reach to the UK following recent fiscal changes there. The French Embassy recently stated the expansion is part of a broader strategy, unrelated to any specific country’s internal policies.
Richard Exon, from an advertising agency, highlighted the increasing global competition for investment, noting the importance of reinforcing the UK’s international standing. Similarly, Greg Silverman from Interbrand emphasized the growing significance of national branding initiatives in today’s globalized economy.
France’s promotional activities go beyond traditional ads, incorporating billboards in strategic international locales and maintaining a strong digital presence. The campaign culminates annually in the ‘Choose France’ summit at the Palace of Versailles. This year, the summit was a resounding success, bringing in €15 billion in investment pledges, featuring a major €4 billion commitment from Microsoft.
The campaign’s expansion to the UK embodies a strategic move to leverage opportunities arising from recent UK policy shifts. While the French Embassy underscores its non-political motives, the timing suggests a keen awareness of the changing business environment across the channel.
With effective global branding strategies, France aims to position itself as a compelling choice for international business investments.
